Beko has raised €1 million for UNICEF to help prevent childhood obesity by using influencer marketing.

Beko collaborated with influencer marketing platform Whalar to create shareable content for its Eat Like A Pro initiative which has achieved around three million engagements to date. Beko aimed to fuel sharing of healthy eating habits and lifestyle content with €1 donated to UNICEF for each post shared using the hashtag #EatLikeAPro. With Beko a sponsor of Barcelona FC, the campaign centred on El Clásico, the football fixture between Barcelona FC and Real Madrid which took place on 6 May.

Each influencer was asked to produce three pieces of content, one to be posted in the lead up to El Clásico and two stories on the day. Instead of the usual Beko logo on the Barcelona FC players shirts during El Clásico, the campaign hashtag #EatLikeAPro featured instead.

Influencers included @allthatisshe, who produces content with a family focus and used her #scenefromtheceiling layout to create a post for the campaign to inspire families around healthy eating, and LA based pro player @_shawnagordon, who portrayed the #EatLikeAPro campaign with content to give the message that healthy activity and healthy eating should be a regular part of family life.

A post shared by Dominique (@allthatisshe) on May 2, 2018 at 12:26pm PDT

Whalar co-founder James Street said:

“The Beko Eat Like a Pro campaign worked so well because we were able to leverage the interest and excitement around the international event of El Clásico to build awareness of a topic that is of utmost societal importance. Beko, UNICEF, Barcelona FC and The FC Barca Foundation were aligned in their objective to end childhood obesity, and Whalar were able to find the right influencers to complement this, driving the campaign through social media. As influencer marketing continues on its upwards trajectory, changing the face of traditional marketing and advertising, the trend for using the power of influencer marketing to create societal change will only gather in momentum.”